Facebook Advertising Insights for Medical Practices

Something that all medical practices know is that the healthcare industry is very competitive. Even if your practice is the best of the best, it’s difficult to be successful and competitive if potential patients aren’t aware of your practice or decide to visit competitors instead. Scenarios like this are where Facebook advertising comes into play. Facebook ads are a great way to directly target local patients; however, practices need to know exactly what they are doing in order to avoid costly mistakes that can render ads ineffective.

At McCauley Marketing Services, we have been working with healthcare professionals for decades and closely follow the ever-changing algorithms and regulations. That’s how we know what works and what doesn’t when it comes to marketing your medical practice. We’ve pulled together a few current insights about how to leverage your practice’s Facebook ad campaigns.

Segment Your Audience

With so many companies advertising on Facebook, it can seem difficult to stand out in this oversaturated marketspace. To combat this, one of the best things a medical practice can do is target their Facebook ads to specific segments. This is important because it helps your content find the right audience and reduces your pay-per-click ratios.

When you first start advertising, finding the best segments to target can be tedious. With so many segments, such as user types, location, age groups, etc, and numerous ways to combine these demographics, the best strategy for your practice can take some time to monitor and determine. It’s important to note that different campaigns require different tactics. Once you figure out which segments perform the best, you can allocate more spending to the successful ones and improve your return on investment.

Pay Attention to User Behavior

When it comes to digital advertising, you should avoid generalizing your audience. Instead of showing the same advertisement to every user, you should utilize your segments and target specific demographics based on their behavior. For example, if a user was looking at eczema treatment content, it’s more likely you’ll entice them if your ad focuses on eczema treatment and how you can help their condition instead of a generic link to your website. This targeted approach will help your practice stand out to potential clients and patients.

Be Specific

Running Facebook ads for your healthcare practice can be challenging because Facebook is very strict when it comes to the types of medical ads they will allow. It’s even more difficult for cosmetic surgeons and aestheticians due to the restrictions Facebook may place on them. This can lead to practices running generic ads instead of diving deeper into their specific services and practice personality.

In order to combat this, it’s important to be well-versed in Facebook’s ad policies and to create ads that still focus on specifics without violating Facebook’s rules.

While this may seem like a lot of information, this is just the tip of the iceberg. The world of Facebook advertising can be an amazing way to find new patients if you know how to properly use it. However, the platform is constantly changing, so if you want to learn more about how Facebook ads can work for your medical practice, contact McCauley Marketing Services in Metro Atlanta today. Additionally, follow us on Facebook, Twitter and Instagram for more information about our digital marketing and advertising services.